Mushrooming a grower into an industry leader.

To-Jo Mushrooms is an independent, family-owned, fifth-generation business with a well-deserved reputation for quality. To-Jo decided its identity needed refreshing and called on ab+c. So we conducted a brand discovery interviewing customers, internal stakeholders and others to learn what set the company apart. Freshness rose above all else—not just in products, but also in innovative ideas.

That led us to develop To-Jo’s new brand position and theme: “The freshest thinking in fresh mushrooms.” Other creative rollouts included a print campaign—“We do our best work in the dark.”—promoting To-Jo’s successful partnerships with customers.

Since forging a partnership with ab+c, To-Jo has had a tremendous surge in year-over-year sales. And we continue to develop new tactics and programs for To-Jo’s retail, distribution and food service clientele.